Politics is messy. In the hyper-polarized world of 2026, where your choice of coffee or laundry detergent feels like a ballot cast for a specific ideology, it was only a matter of time before the spotlight hit the Baltimore-based powerhouse, Under Armour.
People want a clean answer. They want to know if the brand with the "X" logo is a red-state champion or a blue-state ally.
Honestly? It’s complicated. If you're looking for a simple "Under Armour is Republican" or "Under Armour is Democrat" label, you won’t find it. The company has spent the last decade trying—sometimes desperately—to stay in the middle, but it hasn't always been a smooth ride.
The 2017 Remark That Changed Everything
You can't talk about this without mentioning the "asset" comment. Back in early 2017, Under Armour founder and then-CEO Kevin Plank did an interview with CNBC. He called Donald Trump a "real asset" to the country, specifically praising the administration's pro-business stance.
The reaction was instant. And it was brutal.
The brand's biggest stars—Stephen Curry, Dwayne "The Rock" Johnson, and Misty Copeland—didn't just distance themselves; they publicly pushed back. Curry famously quipped that he agreed Trump was an asset, "if you remove the 'et'."
Plank had to scramble. He took out a full-page ad in The Baltimore Sun to clarify that his words didn't reflect the company's "intent." He started talking more about diversity and inclusion. But for many consumers, the seal was broken. The brand was suddenly political.
Where Does the Money Actually Go?
If you want to know the "soul" of a corporation, you look at the checkbook. Corporate PACs (Political Action Committees) are usually the smoking gun.
But Under Armour is a bit of an outlier here. Unlike many of its competitors, the company has historically kept its corporate political contributions remarkably low. They don't have a massive, multi-million dollar PAC churning out checks to candidates every cycle like some big-box retailers or tech giants.
Individual donations tell a different story. Kevin Plank himself has donated to both sides over the years, though his public alignment with manufacturing initiatives often leans toward conservative fiscal policies. Meanwhile, the broader employee base and executive suite are a mix.
Basically, the company tries to play the "innovation and sports, not politics" card. They want to sell shirts to the guy at the NASCAR race and the runner in Central Park.
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The Great Balancing Act
Under Armour has taken stances that align with both "Republican" and "Democrat" priorities at different times:
- Pro-Business / Manufacturing: Their push for "Made in America" and lower corporate taxes resonates strongly with the GOP platform.
- Climate Change: In 2017, when the U.S. withdrew from the Paris Climate Agreement, Plank publicly disagreed with the move, siding with environmentalists and mostly Democratic lawmakers.
- Social Justice: Following the 2020 protests, the brand leaned heavily into DE&I (Diversity, Equity, and Inclusion) initiatives. They've spent years building out "Teammate Resource Groups" and focusing on social inclusion. This is standard "Blue" corporate behavior.
The Charlottesville Turning Point
One of the most defining moments for the brand's political identity happened in August 2017. Following the tragic events in Charlottesville, Virginia, several CEOs began resigning from President Trump’s American Manufacturing Council.
Plank was one of them.
He didn't just leave; he issued a statement saying Under Armour exists to "inspire every person" through sport, which promotes "unity, diversity, and inclusion." By walking away from the council, he sent a signal that the brand’s business interests wouldn't supersede its social reputation.
The 2026 Reality: A Brand in Flux
Today, Under Armour is under a different kind of pressure. Kevin Plank is back in the CEO seat after a brief hiatus, and the company is navigating a world where "ESG" (Environmental, Social, and Governance) scores are a metric for investors.
They aren't a "Republican" company in the way people might label a brand like Black Rifle Coffee. They aren't a "Democrat" company in the way people view Patagonia or Ben & Jerry's.
They are a corporate entity trying to survive in a divided market. They want to be seen as the brand of the "underdog." In their eyes, the underdog doesn't have a political party—they just have a goal.
How to Decide for Yourself
If you are trying to decide whether to support Under Armour based on your own values, don't look for a single party registration. Look at their actions.
- Check their Sustainability Reports: They publish annual updates on their environmental footprint. If you care about climate policy, that's your roadmap.
- Look at the Board of Directors: The diversity (or lack thereof) in leadership often dictates which way a company's internal culture leans.
- Follow the Athletes: Under Armour still relies heavily on its ambassadors. The causes these athletes support often reflect the "vibe" the brand is comfortable with.
The truth is, Under Armour is purple. They have a founder with conservative-leaning business instincts and a workforce/marketing strategy that mirrors progressive social values. They are a mirror of America itself: confused, divided, and trying to win anyway.
Next time you see a pair of their shoes, remember that the logo doesn't stand for a party. It stands for a corporation that is very, very afraid of offending either side.
Practical Insights for the Conscious Consumer:
- Don't rely on old headlines. A CEO's comment from 2017 doesn't necessarily dictate the company's internal policies in 2026.
- Track the PACs. Use sites like OpenSecrets to see if the company's political giving has ramped up in the current election cycle.
- Evaluate the "Why." Most corporate political moves are driven by the bottom line, not personal conviction. If Under Armour takes a "progressive" stance, it’s usually because their data says it will help them sell more gear to Gen Z.